As the chill of autumn sets in and the golden leaves start to fall, there's more than just the hint of winter in the air. For eCommerce businesses, the final quarter of the year marks the beginning of the most exciting and competitive season - Q4.
It's the time when online traffic surges, shopping carts overflow, and brands battle fiercely for the attention of eager Christmas shoppers.
However, in this digital age where every click counts and every impression matters, how do you ensure your brand not only stands out but thrives? Well, we’ve got you covered! Stick with us as we take you on a guided tour of how to smash your Q4 strategy that will make your boss cry tears of joy as you get a standing ovation at the “Best Employee in the World” awards. Strap in though, this article is a bit of a biggie!
First things first: Stay ahead of the game
If there's one golden nugget of wisdom we want you to pocket from this guide, it's this: always be 'ahead of the curve' – and that’s not just because it sounds cool in marketing meetings. A truly effective Q4 strategy is one that's fluid and adaptable throughout the entire quarter. If you draft your killer strategy but delay its execution until November, or restrict yourself to ‘x’ budget with serious rigidity, then you'll significantly undercut the results you both anticipate and deserve.
Leveraging your PPC for success in Q4
Now we’ve shared our golden rule for Q4, let's get into the nitty gritty of channel-specific advice for your Q4! To start, let’s get into some PPC strategy.
Optimising Ad Campaigns
We all know that Q4 is a massively competitive time for businesses, so making your ads the most irresistible out of all your competitors is key. The main way to ensure your products shine is by prioritising visibility.
Starting off with a quick and easy way to boost visibility on Google Shopping - implementing the sale price attribute in the merchant centre. Why? Because it highlights promotions in Google Shopping, alerting shoppers to the great deals they can snag! Don’t just take our word for it, which of these deals looks the most enticing out of this lineup?
It’s that one right there isn’t it? The one with the sale on? Told you, the sale price attribute is a very effective tool. It draws the eye and puts it ahead of the other products in the lineup.
Another thing that makes that particular ad stand out is the glowing 2k+ reviews underneath. People LOVE to know what other people think, so if you haven’t already done it, try incorporating product reviews into your ads. This is particularly important on Google, as statistics have shown that Google is the most trusted platform to read reviews on*! Incorporating reviews on your listings goes a long way to inspire confidence in potential customers, it’s a testament to the trustworthiness of your brand. People want to be sure you are who you say you are, and that your products are as high quality as you say they are. Nobody likes to waste money.
One more tip we can give on optimising your Shopping ads is to ensure that your product titles, descriptions, and images are clear and compelling, and distinctively designed to cut through the dense sea of ads. Initial appeal lies in the details. An effectively optimised campaign can not only catch an audience's attention but also encourage clicks and conversions.
Are you struggling with your products on Google Shopping as you’re finding that you have a few products that do incredibly well to the detriment of the rest of your product offering? Well, we've got an insightful piece right here that might just be the magic answer you’re looking for: The PPC campaign that can take your product visibility on Google Shopping to the next level.
Bidding strategies
Now we’ve covered the bases on how to optimise your ad listings, let’s focus on bidding strategies!
Bidding is all about smart spending to maximise results. Set budgets and targets that align with your business objectives for the season, and make sure you keep a close eye on those top-performing products. If a particular product brings in the majority of your revenue, don't be afraid to bid aggressively to ensure its visibility. However, always stay close to your data to ensure profitability. The goal isn't about just making sales; it's about making them profitable. After all, we don't want to be those people run off our feet selling loads, but not getting worthwhile returns on the other side.
Having a flexible budget during the festive period will go a long way to maximising your success. Q4 is a time of year when customers have a much stronger purchase intent compared to other seasons and are on the lookout for deals, and you need to make sure you’re right there for everyone to see.
Make sure you protect yourself
When diving into search ads, there's a golden strategy you shouldn't overlook: brand protection. Ever noticed others sneakily bidding on your brand name or seen your SEO rankings taking a slight dip? Other businesses will try and cut in on your business if you don’t stay on top of your game. By running a dedicated brand campaign, you can make sure your brand stands tall and proud on that search results page. After all, it's essential to dominate the digital stage, especially during those peak moments. And while you're at it, Q4 is the perfect time to review your keyword coverage. A handy tool to use here is the Keyword Planner to ensure your brand maintains full visibility.
Crafting the right message
Without the right message, all of your efforts can fall flat, it's crucial that the messaging within your PPC ads isn't just an afterthought. The world of PPC is evolving, and as Google's research demonstrates, consumers are navigating through what they call the "messy middle" of their purchase journey.
Amidst this complexity, it's not merely about being visible, but about resonating with potential buyers. Using behavioural science principles in crafting ad copy, such as highlighting authority, providing social proof, or even admitting a minor flaw to humanise a brand, can significantly shift consumer preferences.
This isn't just about throwing buzzwords or discount percentages into an ad; it's about understanding the nuances of human behaviour and decision-making processes. And with PPC, where every click costs, the message you send matters immensely. Brands, both established and those just stepping into the limelight, must delve deep into understanding their audience's psyche and merge creative genius with scientific insights to ensure their ads not only get clicked but convert.
Remarketing techniques
Okay, so far so good! You have the inside scoop on how to capture and convert new customers. Now, let's broaden our focus to include not just those who have already shopped with you, but also those who've browsed your site, or taken specific actions like adding items to their cart without completing a purchase. With so many options out there, effectively remarketing to these diverse groups can transform one-time buyers and potential customers into loyal brand enthusiasts. And that's golden.
In today's heightened privacy landscape, capturing first-party data requires a delicate approach. So, how can we effectively do this while respecting user privacy? The key lies in providing an enticing reason for customers to part with their data. Consider irresistible offers, like a 'subscribe and save 10%' deal. Not only does this give your audience a valuable reason to share their data, but it also fortifies brand loyalty from the get-go.
Once you've collected this data, it becomes a powerful tool for audience creation, feeding directly into your PPC campaigns. It doesn't end there; having their email data allows you to slide into their inbox with exclusive offers, keeping your brand top-of-mind. Remember, it's all about acknowledging your customers, making them feel seen and valued. By offering them tangible benefits in exchange for their data, you're saying, 'We appreciate your trust, and here's something special just for you.' This mutual respect not only boosts brand loyalty but can also lead to invaluable word-of-mouth promotion.
When it comes to remarketing, the freshness of your creatives is paramount. It's essential that every visual and piece of content not only embodies the goals of your campaign but also stands out with timely promotional messaging and relevant imagery. Remember, repetition can lead to ad fatigue among your audience. Using visuals that your audience might have seen multiple times before can cause your advertisements to fade into the background amidst the digital noise. Always aim for innovative and fresh creatives that captivate your audience anew, ensuring your brand remains top-of-mind and enticing.
Don’t put all your eggs in one basket
Even though Google Ads has been the big player in the search engine arena, grabbing about 80% of the market share, don't underestimate Microsoft Ads in Q4! It still has a loyal following and can be a more budget-friendly option for reaching specific groups, especially with their recent integration of ChatGPT into their search functionality. This innovation showcases their commitment to providing users with a richer, more interactive search experience. By embracing both Google Ads and Microsoft Advertising, you're diving into a massive pool of potential customers during the festive season, each platform offering its own unique perks.
It’s also worth looking into diversifying your presence onto platforms like Amazon which are huge, but particularly so at this time of year. They have two bites of the carrot in the festive season, Black Friday and Christmas. Their Christmas buying window is also a lot larger than other companies. Typically buying begins to taper off around the second week of December due to delivery windows, but with Amazon Prime delivery it gives businesses an extended run of making money.
We wrote an article recently about this too! If you’re thinking of giving Amazon a go, or you’re looking to optimise your performance on the platform, then we really recommend you give this article a read: How to prepare for Prime Day: Top tips from Amazon to Maximise your Advertising Results.
Harnessing the Power of Social Media Advertising in Q4
The power of social media is undeniable, especially when Q4 rolls around. With everyone gearing up for the bustling festive season, platforms like Facebook, Instagram, and the often-overlooked Pinterest are buzzing with activity. Navigating these platforms might seem a bit overwhelming, but with the right strategy, it can play an incredible role in driving sales.
Look, we write a lot of really great and insightful articles, okay? If you want a bit of a deeper dive into harnessing the power of social media to grow your business, then this one is really worth a read: Harnessing the Power of Social Media Advertising to Grow Your Business.
Understanding Consumer Behaviours and Targeting the Right Audience
Successful social media advertising relies on deeply understanding and predicting consumer behaviours. As we said before, when the year winds down, purchasing patterns shift and shoppers show far more intent to purchase.
If you’re wondering what would make the most impact on social media, a good place to start is by delving into bestsellers from previous years from across all your channels. By incorporating your learnings from past strategies, not only will you save yourself time, but you can also give your business the edge in anticipating and meeting the evolving demands of your customers.
Planning Ahead for Maximum Impact
Imagine starting to plan the biggest party of the year a couple of weeks before you are about to have it. That would not only be incredibly stressful and we’re getting clammy just thinking about it, but all your decisions would have to be made in a rush, and the risk of overlooking crucial details is high. That’s how you should approach your Q4 strategy (by planning we mean, not by being nauseatingly rushed). Starting early with planning can set the stage for an optimal Q4.
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In September, focus on increasing your visibility on social media and getting more people to visit your website. This sets you up for a strong push in sales during October and November. Remember, nearly all of December's shopping happens in the first two weeks. So, it's vital to smoothly shift from your November plans right into your December sales game to maximise your results.
Navigating Common Pitfalls for Effective Campaigns
While the allure of holding flash sales is tempting, they might not yield the best outcomes even though they can create a lot of buzz. Why? Short campaigns, like a Black Friday flash sale, don't give social media platforms like Facebook and Instagram the necessary time for their algorithms to optimise, affecting overall results. We highly recommend running campaigns for a longer duration campaigns with longer runs tend to have better outcomes.
And a word to the wise, don’t be tempted to tweak your live campaigns while they’re running! Making live adjustments, such as altering an ad's wording to bring a sense of urgency, sends the ad back to the ‘learning phase’, slowing down the optimisation. So, patience and planning ahead can truly be your allies here!
Pinterest: The Unsung Hero
The potential of Pinterest, especially during the Q4 season, should not be overlooked. Its visual-centric nature allows businesses to creatively display their offerings, making it an asset for diverse industries. So many businesses look at Pinterest as a platform and pigeonhole it and say their brand is unsuitable. Don’t do your business a disservice and discount yourself before you’ve even given it a try! There’s more to Pinterest than just home decor and makeup.
We’ve written an article about social media and there’s a whole section in there about the power of Pinterest. So check out if you need any further persuading: Social Media as the New Search Engine Frontier.
Unified Branding Across Channels
Collaboration and consistency are so important if you want to have a successful campaign. When every piece of communication – be it a display ad, a social media graphic, or an email newsletter – resonates with a unified brand message, it creates a cohesive experience for the audience.
Taking the time to be sure everything is strongly branded both in message and appearance ensures that the customer's journey, from a casual browser to a loyal customer, remains smooth and familiar.
Maximising SEO Efforts for Q4 Success
Now we’re onto our last (but certainly not least) channel for this guide, SEO! The invisible thread weaving through your website, making it more visible, efficient, and user-friendly. Refining your SEO strategy is massively important for success in Q4
Conduct a thorough audit on your website
The first tip we have for SEO is to clean your room (and by room, we mean your website). Identifying and fixing your on-page and technical SEO concerns is the number one step to ensuring your website operates at peak performance. And with the festive rush just around the corner, there's added impetus to fine-tune website speed. A swifter website not only guarantees a more gratifying user experience but also acts as a protective barrier during high-traffic periods.
Don’t forget when you’re optimising your website to give the same amount of love to optimising for mobile. Google Web Core Vitals is a great tool to optimise for mobile usability. With the modern shopper often browsing on the go, ensuring a seamless mobile experience is non-negotiable.
If you’re wondering where to start with optimising your website, then we recommend you employ a tool to “crawl” your website. That can highlight any issues with your pages whether it be broken links or non-functioning pages. There are a variety of site crawlers available to users. On one hand, you have tools that are exclusively designed for website crawling, dedicating all their functionality to this purpose. A couple of our top picks would be:
- Screaming frog
- Sitebulb
On the other hand, there are multifaceted online tools that offer a broad range of features, with website crawling being one of the many capabilities they possess. Our top picks for these would be:
- AHrefs
- SEMrush
Optimising keywords and content
SEO is as much an art as it is a science. While technical aspects matter, content remains king. Delving deep into keyword research, especially focusing on those 'bottom of the funnel' terms, can direct a stream of ready-to-buy customers to your doorstep.
But it's not enough just to attract them; keeping them engaged is vital. That’s where high-quality content steps in. Detailed product descriptions, insightful blog posts, and content tailored to search intent can make all the difference. If there are specific categories you're eyeing for Q4, infusing them with fresh, intent-focused content is the way to go.
Building Trust & Amplifying Visibility
Public relations (PR), can play a pivotal role in boosting your brand's trust. Forward-thinking moves, like securing spots in Christmas gift guides well in advance, can provide invaluable exposure. It’s not just about the backlink (although that's a significant SEO win) but also about cementing your brand's reputation.
Evaluating your current standing is essential. Leveraging tools like we mentioned previously, you can pinpoint where your site is sparkling and where it might need a touch more polish. Emphasising those quick wins can propel your site's performance exponentially.
Collaboration is key
SEO doesn’t thrive in isolation. Drawing insights from PPC campaigns and social media activities can offer invaluable cues about customer preferences. Identifying high-performing keywords, understanding which pages resonate, and then funnelling those insights back into SEO can create a feedback loop of success. Tools like Screaming Frog, which crawl your site to spot potential issues, exemplify the adage "prevention is better than cure."
With a robust and agile SEO game plan, Q4 can be more than just another quarter; it can be a period of monumental growth. It's about laying the groundwork, making informed decisions, and seamlessly integrating efforts for maximum impact.
Mix it together and what have you got?
Combining the firepower of PPC advertising, Social Media advertising, and SEO can supercharge your marketing approach for maximum impact. Align your keyword strategies across channels, synchronise your ad visual content and website design to present a uniform brand image.
Don't forget. It's not just about driving traffic; it's about conversions and creating returning customers. With an integrated approach and the use of A/B Testing for your ad campaigns and website content, you can continuously optimise your landing pages and stay ahead of the competition.
To wrap it all up
Crafting a winning ecommerce Q4 marketing strategy is crucial for success during Q4. Integrating PPC, social media advertising, and SEO can unleash the power of a multi-channel marketing approach, creating a cohesive and impactful brand presence. Tracking and analysing performance through analytics tools and conducting A/B testing and conversion rate optimisation allows businesses to make data-driven decisions and continuously improve their marketing efforts.
